Rao / Klein Strategies for High-Tech Firms

Marketing, Economic, and Legal Issues
Erscheinungsjahr 2015
ISBN: 978-1-317-45929-3
Verlag: CRC Press
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 248 Seiten

This is the first book to present marketing strategy of high-tech products and services in a legal, economic, and global context. From software to hardware, from pharmaceuticals to digital movies and TV, the authors argue that the understanding of intellectual property rights (IPRs) is essential to devising effective marketing strategies.

Autoren/Hrsg.

Rao, P.M.

Klein, Joseph A.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Rechtswissenschaften Wirtschaftsrecht

Inhaltsverzeichnis

Preface 1. Sustaining Competitive Advantage in a High-Tech Environment 2. Analytical Tools for Marketing High-Tech 3. Pricing Strategies for High-Tech Products and Services 4. IP Primer: A Legal Perspective 5. Inter-Firm Technology Transfers and Collaboration 6. Product and Promotion Strategies in High-Tech Firms 7. Externalities and Ethics: The Social Impact of Technology and How High-Tech Firms' Responses May Intertwine with Their Marketing Strategy 8. Global Dimensions of High-Tech Firm Strategies: The Case of the Pharmaceutical Industry

Über Autor(innen)

P. M. Rao is a Professor of Marketing and International Business at the College of Management, Long Island University- Post Campus, USA.

Joseph A. Klein is an attorney with a Harvard Law School degree, who specializes in information technology law, commercial contracts, and antitrust law.